Shama Hub — Brand Launch Prototype

Approach

How do you launch a whole new co-living brand from a single room?

When ONYX Hospitality Group created Shama Hub — a co-living serviced-apartment concept for the "informal generation" — ASC was brought in to turn the brand idea into something people could walk into. Working from the preliminary DNA brand concept, ASC developed and curated the brand design launch turnkey: a full prototype studio and its promotion, debuted at the inaugural Serviced Apartment Summit Asia 2019 in Bangkok. The design takes its cue from Pratunam, Bangkok's relentless market district. The concept — "fluid dynamics" — translates that pulsing street energy into smooth curves, bold geometry and a calm palette, with Thai market patterns reworked into contemporary mural art. The prototype "Flex" studio demonstrates the brand's engineering: a modular Flex Pantry, modular seating, and a Flex Sleep king bed with a foldaway wall adding two more beds for a quad-studio. Terrazzo, cement tile, metal-mesh screens and rattan lighting set the playful, design-forward tone, while "The Hub" social lobby concept folds café, bar, grab-and-go and co-working into one high-energy space. The result was a launch-ready brand experience — a single room that told ONYX's whole Shama Hub story, styled and staged for press, partners and promotion.